The future is here. At least that’s what Fox would have you believe with the launch of its long-rumored Digital HD initiative. The move is Hollywood’s latest attempt to get consumers to purchase films digitally.
The idea is that consumers will be more willing to buy digital movies if they are available in a timely fashion and don’t cost an arm and a leg. With the launch of Digital HD, there are now more than 600 Fox titles available to buy or rent in HD in every major digital video store.
The sci-fi hit Prometheus is the first new major release on Digital HD and is available three weeks before it bows on disc for $15.
Mike Dunn, worldwide president of Twentieth Century Fox Home Entertainment, said the following in a news release:
“With almost 800 million broadband connected devices globally, and millions of people accessing entertainment on those devices, we feel the medium’s time has come . . . DIGITAL HD redefines digital ownership in a way that presents consumers with a full range of benefits in a coherent way, and it allows them the chance to build digital movie collections that can literally be carried in the palms of their hands. “
Has Fox figured out the secret sauce for successful digital sell-through? Will you be trying out Digital HD?